Minggu, 27 Januari 2013

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The story of the making of a classic and groundbreaking TV show, as experienced by its producers, writers, and cast.

  • Published on: 2013
  • Binding: Audio CD

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[V424.Ebook] Download PDF Power and Plenty: Trade, War, and the World Economy in the Second Millennium (The Princeton Economic History of the Western World), by Ron

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Power and Plenty: Trade, War, and the World Economy in the Second Millennium (The Princeton Economic History of the Western World), by Ron

International trade has shaped the modern world, yet until now no single book has been available for both economists and general readers that traces the history of the international economy from its earliest beginnings to the present day. Power and Plenty fills this gap, providing the first full account of world trade and development over the course of the last millennium.

Ronald Findlay and Kevin O'Rourke examine the successive waves of globalization and "deglobalization" that have occurred during the past thousand years, looking closely at the technological and political causes behind these long-term trends. They show how the expansion and contraction of the world economy has been directly tied to the two-way interplay of trade and geopolitics, and how war and peace have been critical determinants of international trade over the very long run. The story they tell is sweeping in scope, one that links the emergence of the Western economies with economic and political developments throughout Eurasia centuries ago. Drawing extensively upon empirical evidence and informing their systematic analysis with insights from contemporary economic theory, Findlay and O'Rourke demonstrate the close interrelationships of trade and warfare, the mutual interdependence of the world's different regions, and the crucial role these factors have played in explaining modern economic growth.

Power and Plenty is a must-read for anyone seeking to understand the origins of today's international economy, the forces that continue to shape it, and the economic and political challenges confronting policymakers in the twenty-first century.

  • Sales Rank: #95189 in Books
  • Published on: 2009-08-30
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.10" h x 1.50" w x 6.00" l, 2.00 pounds
  • Binding: Paperback
  • 648 pages

Review
"The excellent new book Power and Plenty explains why some countries are rich, and why others are not. [Recent books] all try to explain the biggest question of the modern world: why some [countries] are rich and other poor. Now, we have...Power and Plenty, a tome that combines the interpretive focus of the new school of explainers with the breadth and depth of the old narratives. They also put neoliberal economic theory to the historical test by asking what it would predict, and then contrasting those forecasts with history's actual path. Findlay and O'Rourke tell their tale exceptionally well."--Eric Rauchway, The New Republic

"[A] splendidly ambitious new book...an excellent reference book for anyone wanting a better understanding of economic developments in the last millennium."--Economist

"Aiming at nothing less than documenting the history of world trade over the last 1,000 years, Power and Plenty...appears to be required reading...for the purposes of better understanding how the world works."--Andrew Leonard, Salon.com

"This new history of the last thousand years of world trade is remarkable in both its grand sweep and its scholarly depth. It pieces together the story of global commerce from the medieval spice traders and nomads of Central Asia to the discovery and incorporation of the New World, to the Industrial Revolution and the rise of Europe, and to the globalizing forces of the postwar world economy. One theme is the importance of the 'vast webs of interrelationships' between western Europe and other regions that, beginning in the medieval period, set the stage for modern economic growth. The other theme is the critical role of war in propelling economic change through upheaval and adaptation."--G. John Ikenberry, Foreign Affairs

"Power and Plenty is a wide-ranging survey, both of the facts and of the literature, not an essay organized around a single thesis. It takes on, and treats seriously, a ton of material. Bearing that in mind, it is...engaging...well written, spiced with nuggets of fascinating information and dry wit. [Findlay and O'Rourke's] economics is sophisticated and mainstream...but enriched with an unusual attention to noneconomic factors--or, as the authors put it, 'a sustained emphasis on conflict, violence and geopolitics.'"--Clive Crook, Financial Times

"[A] solid new book. Power and Plenty is an ambitious endeavor that examines the works in the second millennium in light of globalization, deglobalization, reglobalization, and globalization as we know it today. The book fills a gap by scrutinizing the technological and political causes behind the long-term trends during the past thousand years. [The authors] have drawn exhaustively on the historical, political, and economic literature of the relevant periods for virtually all the major regions in the world."--Wan Lixin, Shanghai Daily

"In this magnificently conceived and executed work, Findlay and O'Rourke set out the history of global trade and show how it has been influenced by economic development and politics over the last thousand years. The authors have an important story to tell and they tell it superbly. This is a work brimming with scholarship, deftly combining narrative history with accessible economic analysis. This is a goldmine of a book. Open it where you will, there are nuggets to be extracted. It will remain the standard work on the history of world trade and indeed the development of the world economy for many years to come."--Frank Geary, Irish Times

"This magisterial volume presents an analytical history of world trade from 1000 CE to the present, with informed speculation about future trends thrown in for good measure. It is a very considerable achievement, for which Findlay and O'Rourke deserve great praise."--M. Veseth, Choice

"[T]he best book of its sort since David Landes' Wealth and Poverty of Nations."--David Warsh, Economic Principals

"[T]his is a big, important work. . . . The authors have mastered an incredibly voluminous literature . . . and produced the only truly comprehensive history of trade in the second millennium. . . . [T]his is a book that should be widely read."--David S. Jacks, World Trade Review

"International trade has shaped the modern world, yet until now no single book has been available for both economists and general readers that traces the history of the international economy from its earliest beginnings to the present day. Power and Plenty fills this gap, providing the first full account of world trade and development over the course of the last millennium."--Wider Angle

"This is a well researched volume which is simply delightful to read. In most of the topics about which I have some knowledge, I found the analyses and the judgments offered by the authors both balanced and insightful. I expect this book will remain the standard text for many years to come."--Sevket Pamuk, EH.Net

"This is a huge enterprise, an illuminating work, a tour de force that successfully combines political and economic history of a thousand years. . . . A major contribution to the history of and debates about globalization."--Ivan T. Berend, International History Review

"Power and Plenty serves as an excellent one-volume survey on the role played by the interaction of economic and political forces in shaping the world economy of the last 1000 years. The book should be read by any serious student of world economic history, international trade, or international relations."--John T. Dalton, Southern Economic Journal

"Power and Plenty . . . with its depth and extensive coverage, makes an excellent reference work for the study world history and the history of world trade. It is a work of superb scholarship befitting the scholarly reputations of each of the co-authors, Findlay for his work in the theory of international trade and development and O'Rourke for his studies in economic history and globalization. This book will be widely read, cited, and discussed as a landmark volume on its subjects."--Stanley Engerman, New Global Studies

"By adopting a broad view across such an expanse of both space and time, Findlay and O'Rourke are able to perceive patterns that few others have identified and bring a compelling new perspective to several historical and theoretical debates that benefit from a larger view."--Robert D. Fannion, Comparative Political Studies

"Findlay and O'Rourke provide an impressive survey of 1000 years of trade and its interaction with geopolitics and political economy on a global scale that strives consciously to avoid a Eurocentric stance. . . . [T]his is a compelling and valuable volume."--C. Knick Harley, Economic History Review

"Almost anyone researching an aspect of the history of international trade will find this an excellent and stimulating starting point and will be aided by an impressive bibliography that includes many older classics as well as recent additions to the literature."--Simon Ville, International Journal of Maritime History

"[T]his book is indispensible for scholars who seek answers to questions such as: How did the world economy evolve into its present form? What events shaped its current characteristics? What roles did trade play in shaping the modern world economy? Power and Plenty, an exemplary feat of scholarship, fully answers all these questions."--Farhad Rassekh, International Review of Economics & Finance

"Power and Plenty is a fascinating book of both world history and economic history, full of detail on both accounts. . . . These ancient intrigues in unfamiliar times and places make for fascinating reading and remind us of how little progress people have made in resisting imperialism throughout the ages. On a more serious note, the book also provides an excellent window into the continuing costs of imperialism."--Michael Perelman, Review of Radical Political Economics

"[T]his book is a masterful synthesis of economic analysis and historical narrative. It demands quite a lot of its readers, however, as its more than 600 pages are packed with facts, conclusions and implications for economic development, never hesitating to elaborate on the complexities of international trade relations during the last millennium."--Erik Lindberg, Scandinavian Economic History Review

From the Back Cover

"Trade has been the economic foundation of international integration and globalization. But, as Findlay and O'Rourke show in this masterful, state-of-the-art historical survey, it has also been a very frequent cause of rivalry between nations and maritime conflict. No better book exists on the role that commerce has played in generating both the wealth of nations and the wars between them. The authors command the literature the way Victorian admirals ruled the waves."--Niall Ferguson, Harvard University

"A work of extraordinary scope and ambition and a major achievement. Findlay and O'Rourke show how international trade opens an illuminating window onto fully a millennium of world economic history."--Barry Eichengreen, University of California, Berkeley

The vision that emerges in this book is more powerful and encompassing than any previous study of world trade. It passes all the tests that an economic historian might require in terms of empirical evidence while also embodying a very clear view of the economics of globalization. The authors have new and important things to say about trade and the Industrial Revolution, the Great Divergence, the extent and driving forces of the globalization of trade in different periods, and the possibility of another globalization backlash. A marvelous achievement."--Nicholas Crafts, University of Warwick

"The significance of this work lies in its comprehensiveness and the unflagging thoughtfulness of its analysis. It is very rare to find such detailed historical coverage resting on such a solid theoretical foundation."--Eric L. Jones, author of The European Miracle and Cultures Merging

"This book, magisterial in scope and execution, marries a reading of voluminous historical research with an economist's sharp eye to what is important in shaping economies and events. The authors have drawn exhaustively on the secondary historical, political, and economic literature of the relevant periods and have integrated it faithfully with their own conceptual framework."--Douglas A. Irwin, Dartmouth College

About the Author
Ronald Findlay is the Ragnar Nurkse Professor of Economics at Columbia University. He is the author of "Factor Proportions, Trade, and Growth"and "Trade, Development, and Political Economy." Kevin H. O'Rourke is professor of economics at Trinity College, Dublin. He is the coauthor of "Globalization and History."

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52 of 55 people found the following review helpful.
One thousand years of Trade and War
By C�sar Gonz�lez Rouco
In the last few years I have been looking for books offering a general overview of the past, and I have realized that many books entitled "History of ...whatever" only provide information about the West, the rest of the world being almost ignored. "Power and Plenty" is different, it is truly a global work so when I found this book I decided it to give it a chance (despite the fact that although the book's subtitle is "Trade, War, and the World Economy in the Second Millennium", however, trade from 1000 to 1500 takes up only 55 pages of the 540-plus pages of the book's narrative).

Pursuant to the authors, "the pattern of trade can only be understood as being the outcome of some military or political equilibrium between contending powers", which is a big story to tell. After reading Mr. Izaak Van Gaalen's excellent review, I will only add that this work is a definitive economic history of many things, including globalization and trade, but often the accumulation of detail slows the book down; it is not an entertaining read - frankly, for most people it will be too long and too tedious - except when the authors try and explain why things happened in this or that way (e.g. their review of the Pirenne Thesis or when they re-examine the vexing question of why the Industrial Revolution took place in U.K. - why not in Asia); in any event, it is nicely balanced and an excellent reference book for anyone wanting a better understanding of economic developments of the past millennium.I guess will be an essential acquisition for the shelves of specialists.

Therefore, my rating is between 5 (content) and 3 (pleasure, sometimes falling to 1, sometimes raising to 4).

Additionally, as a complement to "Power and Plenty", I would also suggest reading (hoping that will be of use for those looking for a broad framework to understand the past) the following works, whose scope is as amazingly global as "Power and Plenty": 1. Agrarian cultures: "Pre-industrial societies" by Patricia Crone; 2. Economy: "The world economy. A millennial perspective" (2001) plus "The world economy: Historical Statistics" (2003) by Angus Maddison (a combined edition of these two volumes appeared on December 2007); 3. Government: "The History of Government" by S.E. Finer; 4. Ideas: "Ideas, a History from Fire to Freud", by Peter Watson; 5. Religion: "The Phenomenon of Religion: A Thematic Approach" by Moojan Momen; and 6. War: "War in Human Civilization" by Azar Gat.

41 of 44 people found the following review helpful.
World Trade in the Second Millenium
By Izaak VanGaalen
According to Ricardo's theory of trade and comparative advantage, nations reach economic quilibrium through the reciprocity of supply and demand. He was assuming, of course, that all markets were free and all actors rational. This was the ideal rather than the real. Now, economists Ronald Findlay and Kevin O'Rourke advance a modified version of this thesis: trade, or the flow of supply and demand, must be understood within the context political and military equilibrium. It was John Kenneth Gailbraith who said that economics is a political contruct. The authors of this new book attempt to interpret the last 1,000 years of world history where trade flows were determined by "the barrel of a Maxim gun, the edge of a scimitar, or the ferocity of a nomadic horseman."

Many historians and economists have written world economic histories, but they have focused on only particular regions. For example, Eric Jones in The European Miracle: Environments, Economies and Geopolitics in the History of Europe and Asia saw history from a European perspective and, on the other side, Kenneth Pomeranz's The Great Divergence: China, Europe, and the Making of the Modern World Economy. was told from a more sinocentric point of view. The authors of this work give a more balanced account, treating all the regions equally. The authors believe that politics determines economics more than the other way around focus their attention first and foremost on global conflict and geopolitics.

The authors argue that there were three great world historical events that shaped the Second Millenium. The first being Pax Mongolica established by Genghis Khan and the nomads of Central Asia. This established by force the first common market stretching from Western Europe to the Sea of Japan. It resulted in a huge increase in population as well as an increase in economic output. It also brought with it microbes which caused the Black Death in Europe.

The second transformational event was the discovery of the New World along with further exploration of Africa and Asia. This was in many ways a consequence of the first event. The period from 1500 to 1650 was known as the Age of Mercantilism. The authors focus on political and military strategies adopted by Asians to counter European colonial and mercantile policies.

The third transformational event was the Industrial Revolution. Its importance to the last two centuries almost cannot be overemphasized. The technological world we live in today got its start in Northern England two hundred years ago. It marked the beginnig of the "great divergence" in wealth among nations. It had a direct influence on the Napoleonic Wars and World Wars I and II. It also lead to Pax Britannica and, after World War II, Pax Americana.

The authors describe the successive eras of world trade as they were determined by imperialism and global conflict. In each new era a different set of geopolitical relations is established, each time altering the currents of trade. The authors hope that some lessons can be learned from the violence and injustice of past conflicts as newly emerging powers such as China and India take the world stage today. There are presently centrifugal and centripetal forces at work: centripetal being the ever-integrating force of technological progress and centrifugal being anti-globalization backlash. This book can provide valuable information regarding these two forces.

33 of 38 people found the following review helpful.
Keeping it short and sweet
By Darius Wilkins
This book is to be bought for the first 7 and a half chapters. It's a solid 4 star rating then. The topic is simply too broad for any single volume book to get 5 stars. In other words, this is a readable bibliography. It doesn't always handle the sources well, so truly, use it as a bibliography!

The reduction to three stars is entirely based on that the authors completely dropped the ball on colonialization. How it was formed, what role it played in the local economy, how force was used, and how it buttressed the world economy, these were all missing, or had one line apologetic acknowledgements. It led to charts that show how the Belgian Congo and French West Africa were some of the fastest expanding economies in the world, when most people reading this are going to be familiar with Joseph Conrad's opus. There were other highly autistic use of data when it refers to the colonial states. The relunctance to frankly deal with colonialism impacted the book from the latter half of the seventh chapter on. Lastly, perhaps related, or unrelated, some of the fairly critical events of the latter half of the 20th century but in the Third World, like the debt crisis of the 1970s, the iranian revolution and war with Iraq, the Mexican Peso Crisis, and the 1997 asian finacial crisis all apparently merited little or no mention. Anyone reading this book by itself is going to be somewhat misinformed without something on third world (and Marxist--it was pretty thin there as well) economic history.

It is a good book, just understand that the typical Western Triumphalist outlook starts peaking out towards the end.

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Senin, 21 Januari 2013

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Lectures on the Book of Revelation (Ironside Commentary Series) (Volume 45), by H. A. Ironside, CrossReach Publications

IT is certainly cause for deep regret that to so many Christians the Book of Revelation seems to be what God never intended it should be—a sealed book. The book of Daniel was to be sealed till the time of the end (Dan. 12:9), but of Revelation it is written: “Seal not the sayings of the prophecy of this book: for the time is at hand” (Chap. 22:10). It is clearly evident that this portion of Holy Scripture was given for our instruction and edification, but thousands of the Lord’s people permit themselves to be robbed of blessing by ignoring it. Significantly enough, it is the one book of the Bible which begins and ends with a blessing pronounced on those who read and keep what is written therein (Chap. 1:3; 22:7). Surely God did not mean to mock us by promising a blessing on all who keep what they cannot hope to understand! It is only unbelief that would so reason. Faith delights to appropriate every part of the sacred record, and finds that “they are all clear to him that understandeth.” The true title is given us in the opening verse. It is, “The Revelation of Jesus Christ;” not “The Revelation of St. John the Divine.” There is no MS. authority for this latter designation, and it shows all too plainly how far some early editor had slipped away from first principles. John was a saint as all believers are saints. He was not a divine! Such a title would have amazed him beyond measure. Nor is the book the revelation of John or of any other servant of God. It is the revelation of Jesus Christ Himself. The word rendered “revelation,” and sometimes “apocalypse,” means literally an unveiling, or manifestation. So this book is the unveiling of our Lord Jesus Christ. He is its one great theme. It presents Him as the Son of Man in the midst of the churches during the present dispensation; and as the Judge and the King in the dispensations to come. If you would learn to appreciate Christ more, read this book, frequently and prayerfully. It reveals Him as the Lamb rejected, soon to reign in glory—the Lamb on the throne!

  • Sales Rank: #3277488 in Books
  • Published on: 2016-04-28
  • Original language: English
  • Dimensions: 9.00" h x .42" w x 6.00" l, .56 pounds
  • Binding: Paperback
  • 184 pages

About the Author
Author of over 100 books, booklets and tracts, H. A. Ironside was a bulwark of orthodox Evangelical Fundamentalism. He wrote on everything from Jewish history, to New Testament doctrine, to eschatology, to Bible commentaries and more. He was a direct successor of D. L. Moody and R. A. Torrey as senior pastor of Moody Church (founded by D. L. Moody). He was also their spiritual successor in that he continued the defense of classic Evangelical orthodoxy against the onslaught of Modernism. In 1930, he became the pastor, serving for 18 years until his wife’s death in 1948. He went to be with his Lord in 1951.

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Lectures on the Book of Revelation (Ironside Commentary Series) (Volume 45), by H. A. Ironside, CrossReach Publications PDF
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ACE THE ARRT CERTIFICATION EXAM WITH THE LEADING NAME IN RADIOGRAPHY

4-STAR DOODY'S REVIEW!
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  • The entire radiography curriculum summarized in a concise, accessible narrative helps you understand and remember key concepts
  • 850+ chapter review questions, including a 200-question practice test, prepare you for the exam
  • Answers include detailed explanations to reinforce learning
  • More than 400 illustrations and clinical images
  • Written by an experienced educator and radiography program director who knows what it takes to pass
  • Essential for certification or recertification
  • Completely updated based on the 2015 ARRT Registry Blueprint
  • Includes coverage of computed & digital imaging and CT fundamentals
  • NEW FEATURE: Online faculty resources include learning activities for use in classroom teaching

  • Sales Rank: #76102 in Books
  • Brand: McGraw-Hill Professional
  • Published on: 2015-07-28
  • Original language: English
  • Number of items: 1
  • Dimensions: 10.70" h x 1.00" w x 8.40" l,
  • Binding: Paperback
  • 592 pages

About the Author

D.A. Saia, MA, RT(R) (M) (Ridgefield, CT) is Adjunct Faculty, Radiologic Technologies Program, Concordia College, Bronxville, New York. She has been teaching radiography for more than 35 years.

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0 of 0 people found the following review helpful.
Very general with too many words.
By Troy Mounts
Very general with too many words. There are paragraphs that run on and on without getting to the point. When looking up questions after the exam the answers weren't even in the book. It should be more to the point with heavy hitting facts.

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Arrived on time,good shape and met my expectation.
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The book is in perfect condition.

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Kamis, 17 Januari 2013

[L918.Ebook] Free PDF Sams Teach Yourself MySQL in 24 Hours, by Julie C. Meloni

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Sams Teach Yourself MySQL in 24 Hours, by Julie C. Meloni

Sams Teach Yourself MySQL in 24 Hours teaches the reader everything from basic installation to using MySQL in Web application development.

First, the basic concepts of database design are taught, and then the reader jumps right into planning and creating a database. The book then walks the reader through all the basics of using MySQL - working with tables and data, using MySQL's query functions, using transactions, and database administration - before the reader finally learns to put everything together to properly create the foundation database for a Web-based application.

  • Sales Rank: #2907542 in Books
  • Color: White
  • Published on: 2002-04-21
  • Original language: English
  • Number of items: 1
  • Dimensions: 9.10" h x .80" w x 7.10" l, 1.36 pounds
  • Binding: Paperback
  • 368 pages

From the Back Cover

"Sams Teach Yourself MySQL in 24 Hours" teaches the reader everything from basic installation to using MySQL in Web application development.

First, the basic concepts of database design are taught, and then the reader jumps right into planning and creating a database. The book then walks the reader through all the basics of using MySQL - working with tables and data, using MySQLAs query functions, using transactions, and database administration - before the reader finally learns to put everything together to properly create the foundation database for a Web-based application.

About the Author

Julie Meloni is the technical director for i2i Interactive, a multimedia company located in Campbell, CA (that's just down the street from San Jose). She's been developing Web-based applications since the Web first saw the light of day and remembers the excitement surrounding the first GUI Web browser. She is the author of several books and articles on Web-based programming languages and database topics, and you can find translations of her work in several languages, including Chinese, Italian, Portuguese, and Polish.

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3 of 3 people found the following review helpful.
not bad, but...
By Bif Bechenschnifter
The "hours" are pretty short. Many chapters involve about 10 minutes of reading. The information is good, and the descriptions are clear, but there's really no reason to purchase this book, when the New Riders MySQL book includes a tutorial that's just as easy to follow, and a wealth of additional information. Julie Meloni, according to the back cover, has contributed to Webmonkey columns...this book would've made an excellent Webmonkey tutorial but is a little light for a book-length project.

0 of 0 people found the following review helpful.
Excellent Book!
By S. Georgopanos
This is an excellent book for the beginner and the step by step is great. I have read a few books and by far this is the best to start MySQL.

0 of 0 people found the following review helpful.
Good!
By Some
Good!

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Senin, 14 Januari 2013

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Marketing Management (4th Edition), by Russ Winer, Ravi Dhar

Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives.

Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success.

The fourth edition features Ravi Dahr of Yale University–one of the world’s leading scholars in behavioral decision-making–as a new coauthor. �

  • Sales Rank: #170387 in Books
  • Published on: 2010-09-09
  • Original language: English
  • Number of items: 1
  • Dimensions: 10.90" h x .90" w x 8.60" l, 2.70 pounds
  • Binding: Hardcover
  • 528 pages

From the Back Cover
This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the marketplace and the impact of technology on making strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in professional work. Subjects include marketing philosophy and strategy such as market research, customer behavior and market structure, and marketing decision-making and analysis, including product decisions, advertising strategy, pricing and customer relationship management. For marketing professionals, product and brand managers.

About the Author

Russell S. Winer is the Deputy Dean and William Joyce Professor of Marketing at the Stern School of Business, New York University. He received a B.A. in Economics from Union College (NY) and an M.S. and Ph.D. in Industrial Administration from Carnegie Mellon University. He has been on the faculties of Columbia and Vanderbilt universities and, most recently, the University of California at Berkeley. He has been a visiting faculty member at M.LT., Stanford University, New York University, the Helsinki School of Economics, the University of Tokyo, and Ecole Nationale des Ponts et Chausees.

Winer has written three books: Marketing Management, Analysis for Marketing Planning, and Product Management, and has authored more than 50 papers in marketing on a variety of topics including consumer choice, marketing research methodology, marketing planning, advertising, and pricing. He is a former editor of the Journal of Marketing Research, the current co-editor of the Journal of Interactive Marketing, and is on the editorial boards of the Journal of Marketing, the Journal of Marketing Research, Marketing Science, and the California Management Review.

He has participated in executive education programs around the world, and is currently an advisor to a number of start-up companies.

Excerpt. � Reprinted by permission. All rights reserved.
Overview: Levi Strauss

Until the 1990s, American visitors to the Soviet Union and Eastern Europe could be almost certain that they would be approached by young people asking whether they had any extra pairs of Levi's jeans they were willing to sell. Such was the strength of Levi's as a worldwide brand. Since the 1990s, however, something has changed. Levi's made up 31 percent of the jeans sold in the U.S. market in 1990, a market share that had shrunk to 16.9 percent by 1998 and to 12.1% by 2002. Today's young people do not want to be seen in the same jeans that their parents wore. Levi's advertising campaigns now receive one star out of four in Advertising Age. What happened in so short a time? How could a world-renowned brand from a world-renowned company have stumbled so badly? In order to recover, in 2002 Levi's decided to supply Wal-Mart, the largest company in the United States, with a low-end brand, called Signature, and created two new brands-the high-end Red and more classic Type 1 and Blue. Can this multiple-brand strategy revive the value of Levi's products and lead the company back to the status it had prior to the 1990s?

Marketing Management: A Strategic Perspective

To understand fully what happened to Levi's and to give prospective marketing managers guidelines for how to be effective in their jobs, we need a marketing management textbook that goes beyond an explanation of basic concepts—it must present a strategic, integrative perspective. After teaching a core marketing management course for more than 20 years, I wrote Marketing Management because I came to understand how important the strategic perspective is and I observed that no textbook provided it. Readers of this book will find a strategic framework set up in Chapter 2 which is used throughout the rest of the text. Using strategy as a framework for the entire course is the chief distinguishing feature of this book.

The strategic framework in this second edition of Marketing Management promotes understanding of the second distinguishing feature of this text: its emphasis on the rapid changes thrust upon marketing managers by information technology in general, and the Internet in particular. Today every marketing textbook includes numerous references to the Internet, and despite the crash in Internet company stocks, it remains the most fundamental change in marketing in the last decade. The Internet is a place where products and services are sold, it is a communications and information medium, it facilitates customer service, and it provides other benefits and opportunities to marketing managers and customers. The fundamental nature of this new, information-intensive technology is interactivity, the ability of customers to be active participants in the exchange between consumers and companies (for more than money for goods). This book also discusses at length the many ways that companies' investments in information technology have changed the marketing manager's job, in areas such as information gathering, communications, pricing, and product development.

While looking at the transformations that information technology has brought, this second edition of Marketing Management also integrates the issues involved with marketing technology-based goods and services. What led me to include material on this topic was not only the 14 years I spent near Silicon Valley teaching at the University of California at Berkeley. In discussions with business students at a variety of schools, I have found that many are interested in careers in computer software, biotechnology, semiconductors, and other technology-based industries. While the basics of marketing are the same across all industries, there are some features of high-technology markets (for example, short product life cycles) that make being a marketing manager for high-tech companies a somewhat different experience than being a brand manager for, say, Procter & Gamble's Crest toothpaste.

I have also included illustrations of global contexts by weaving foreign examples throughout the text to convey to the reader that thinking about global markets is a natural part of the job for many marketing managers. In many companies, developing a global marketing strategy is no longer a separate activity from developing a U.S. strategy since an important task is to develop a unified, global brand image.

Another unique feature of the book is the chapter on customer relationship management (Chapter 14). No other marketing management book covers this topical and vita11y important area of marketing in this depth. Few aspects have received as much attention in recent years as the question of how to maintain and enhance long-term relationships with customers. Considerable research has shown that it is less expensive and more profitable to retain customers than it is to try to get customers to switch from competitors. A good example of this recent emphasis on customer retention is the proliferation of loyalty programs. I discuss these programs in Chapter 14 and also provide several examples. It is also covered in Chapter 11 in the context of direct marketing.

Changes from the First Edition

In developing this second edition, I have been careful to retain the best-liked aspects off the first edition—the easy-to-follow writing style, the integration of information technology into the appropriate topics, and the coverage of new and important areas of marketing like customer relationship management. But I have also listened to adopters, students, and reviewers in working to make this second edition an even more effective teaching and learning tool. Major changes include:

  • An entirely revamped look and feel. Marketing is a visual discipline, so along with updated text, advertisements, photos, and graphics, the book has a decidedly, twenty-first century appearance.
  • As would be expected, many of the illustrations have also been updated.
  • There has been a major reorganization of the chapters:
    • Chapters 1 and 2 from the first edition ("The Concept of Marketing" and "The Marketing Manager's Job") have been combined into Chapter 1 of the second edition ("Marketing and the job of the Marketing Manager") and the running example used in the first edition (personal computers) has been eliminated.
    • Chapters 15 and 16 from the first edition ("Strategies for Technology-Based Markets" and "Global Marketing Strategies") have been eliminated and the material woven into the rest of the book. Feedback indicated that these topics are an integral part of marketing today and should be discussed where appropriate throughout the entire book.
    • A new chapter—Chapter 7, "Product Decisions"—was added. This chapter answers the request-for more material on branding and product positioning as well as for more discussion about product line decisions.
    • Chapter 17 from the first edition, "New Product Development," is now Chapter 8, "New Product Development and Marketing," and follows "Product Decisions." This was to better integrate all decisions related to the product into two consecutive chapters. The material on marketing programs for launching new products is also expanded.
    • The material on channels of distribution formerly covered in one chapter (Chapter 9, "Channels of Distribution") is now divided into general channel strategy and the management of indirect channel systems ("Managing Channels of Distribution," Chapter 10) and issues related to direct channels of distribution (Chapter 11, "Managing Direct Channels: Sales Management and Direct Marketing"). This change was made to consolidate the material on direct channels in one chapter.
  • Chapter 14 on Customer Relationship Management has been re-focused around a general framework for CRM. This framework provides an action guide for the marketing manager about how to develop a CRM system from scratch.
  • Organization of the Book

    This book is divided into three parts, the contents of which follow this sequence: (1) introduction to the philosophy of marketing, the marketing manager's job, and the complete marketing strategy that forms the backbone of the book, (2) analyses that marketing managers must perform to develop a strategy, and (3) marketing-mix decision making.

    The key benefit of this sequence is that it shows very clearly that strategic decisions must be made before tactical decisions. The marketing strategy chapter appears early in the book (Chapter 2) because I do not believe that a discussion about pricing, for example, can take place before students are given a sense of how price must fit into the product's positioning and value proposition or be suitable for the particular market segment being pursued. In other words, marketing managers cannot make pricing decisions without clear direction from the strategy. This is an important feature of the book and distinguishes it clearly from comparable texts. In addition, chapters 3 through 13 repeat the figure (Figure 2-1) describing the overall strategic structure with indications of "where we are" in the development of a complete marketing strategy. This approach continually reinforces the strategic perspective.

    Part 1: Marketing Philosophy and Strategy. These two chapters provide a general overview of marketing and the "behind-the-scenes" work that marketing managers do in framing the specific decisions that are ultimately made, such as what price to charge. In addition, the elements of a complete marketing strategy are described. This is a unique aspect of the book since, as noted previously, I cover this material earlier in the discussion than other textbooks.

    Chapter 1, "Marketing and the Job of the Marketing Manager," covers the basics of marketing: what it is, why it is important, the importance of a customer/competitor orientation, and the controversy over being led by the customer versus leading the customer. In addition, this chapter covers topics such as marketing orga...

    Most helpful customer reviews

    4 of 4 people found the following review helpful.
    Poorly edited and badly outdated
    By Jeffrey Cedeno
    The fourth edition of Marketing Management exemplifies everything that could possibly be wrong with a textbook. Numerous inaccuracies, grammatical errors, and general disregard for current marketing and product trends run rampant throughout the text and its examples.

    I work in web marketing for a living and used this textbook for a graduate level program. I was astounded that the text claimed to have been updated in 2011 as it contains countless examples of unsuccessful products, campaigns and companies that failed to materialize, lost money or market share, and in extreme cases have gone bankrupt since the book was first written. These poor examples are all listed as innovative ideas from industry leaders because the editors never bothered to remove them.

    The editors' attempts to update the text simply include adding new case examples as one-paragraph interjections at each new publication, which is laughable considering that many of these examples (think Kodak and Blackberry) collapsed due to poor marketing and planning. Unfortunately, these updates only serve to make the book overly dense through case after case of partial, incomplete data that does little to translate to what constitutes success or failure in marketing. Charts that were obviously inserted at revision points were never updated and needed to be modified or replaced for the 2011 edit. Unfortunately, this did not happen and students who don't know better will suffer as a result.

    Concepts in this book may have been valuable ten years ago but its poor editing and overly dense, outdated material does a poor job addressing the digital revolution as anything but a storm on the horizon. The marketing industry should discourage and professors and students from taking this text seriously until it is rewritten from the ground up.

    9 of 11 people found the following review helpful.
    Excellent book from an excellent practitioner/professor
    By Mark Kurowski
    This book was one of the readings in the core marketing class I took 2 years ago (the author was the professor). The class was excellent, and the book is too, especially its integration of a strategic perspective throughout the entire book.
    I have referred to it many, many times over the past couple years. Of course, if you're already a marketing expert, this book may be too basic for you. For anyone else, I'd definitely say it's worth the price.

    4 of 6 people found the following review helpful.
    Marketing Management, 1/e, Winer
    By A Customer
    This book gives the overview of integrate of the market and how it works in our business. It reflects the dynamic and changing market, which is impacting and changed by the technology. Today, market participants is also inhabiting the market. Through this book, I can understand the changing marketplace and know how to make strategic marketing decisions. This text is a good guideline to the professionals and its analysis is modern and arrurate, which sparks me much.

    See all 37 customer reviews...

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    Jumat, 11 Januari 2013

    [O966.Ebook] Ebook Download Barca: The Making of the Greatest Team in the World, by Graham Hunter

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    Barca: The Making of the Greatest Team in the World, by Graham Hunter

    Barcelona is the greatest football team in the world, the greatest for a generation, and possibly the greatest of all time. This is the untold inside story of how the best and most loved football team in the world came to redefine how the game is played. We start with the 2011 Champions League final at Wembley, the game that ended the debate about whether Barcelona was the greatest team in the world and began a new one: are they the best ever? We are inside the winning dressing room and inside the mind of the team s coach, Pep Guardiola.

    From there, the focus is on each of the iconic personalities of this team, telling its story through them, from its genesis in the late 1980s to their coronation in London: Guardiola; his mentor, Johan Cruyff; Xavi; Andres Iniesta and Lionel Messi, perhaps the greatest footballer of all time.

    • Sales Rank: #8481019 in Books
    • Published on: 2016-07-19
    • Released on: 2016-07-19
    • Formats: Audiobook, MP3 Audio, Unabridged
    • Original language: English
    • Number of items: 1
    • Dimensions: 6.75" h x .50" w x 5.25" l,
    • Running time: 15 Hours
    • Binding: MP3 CD

    Review
    "From detailing the out of control influence of Ronaldinho and Deco to confirming Guardiola's genius, it's written with stacks of insight. *****" —Four Four Two "Full of behind-the-scenes insight into the individuals and the ethos behind Barca s rise to dominance. Utterly astounding." —Scottish Daily Mail "Fittingly, the making of the greatest team in the world is a subject from which has emerged one of the finest books written on football." —Scotsman







    "Superbly-written analysis & celebration of Pep, Messi, Xavi etc. Brilliant book." —Daily Telegraph

    "Graham Hunter's book reminds us all just how beautiful the beautiful game can be. His admiration for Barca is genuine, his knowledge is vast, and he is an expert at bringing readers close into the story, making us cheer for not only Pep and Messi, but for every player who has turned out for the greatest team in the world." —Rodge Glass, author, Bring Me The Head of Ryan Giggs

    "An enjoyable, flowing read that succeeds in providing great detail and insight . . . Hunter impresses a supreme command of the inner workings of the FC Barcelona machine." —Total Football�Magazine

    "Hunter examines Barca's rise from every angle and manages, ultimately, to strike a delicate balance between wise football writing and perceptive portraiture that makes for a compelling read." —ESPN

    "Graham Hunter takes you on an unforgettable journey . . . into the famous footbaling cathedral of Camp Nou and into the Catalan club's boardroom. He delves deeper than any journalist has ever managed into every nook and cranny of the much-vaunted youth system. You will love it. Hunter's gargantuan effort is quite possibly the best book ever written on FC Barcelona and quite comfortably slots into the top 10 of my all-time sports books." —Irish News�

    'We'll be talking about this Barcelona team decades from now, and thankfully we'll still have Graham Hunter's magisterial book explaining how it came about. Just as Barca didn't happen by accident, neither does Hunter's acutely observed account. An instant classic.' —Sports Illustrated

    "No one knows Barcelona like Graham Hunter. This is a penetrating, convincing and fascinating account of the construction of one of the best teams we have seen, full of insight and analysis." —Guardian

    "I doubt whether there will ever be a more definitive book about the making of the greatest football team our generation. Pep Guardiola once said to his team that Andres Iniesta would retire them all. Graham Hunter has retired all of us who aspire to write about this team." —Mail on Sunday

    "Entertaining, informative and beautifully written, Barca: The Making of the Greatest Team in the World, is the next best thing to watching Barcelona play. Years from now, this book will be revered as the definitive biography of the most remarkable era in the history of FC Barcelona." —Ian McGarry, writer and broadcaster

    About the Author
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    Most helpful customer reviews

    5 of 5 people found the following review helpful.
    Good if you already know the team
    By One touch
    If you are into European professional football, there's no way you could be unaware of the miracle that is the Barcelona team for the past 5 years or so. This book is a fascinating glimpse into the people and the system behind that miracle. The best parts are the mini-biographies of the key players and Pep Guardiola. The historical power and money struggles of the team management are less interesting but informative. The book is clearly written for the well-informed Barca follower who already know the team's style of play and its players. The writing is a bit scattered and sometimes repetitive, but at its best it manages to vividly capture the behind-the-scenes feel and humanity of the best team in world football, and leaves you with a much better understanding of why they have been so successful.

    2 of 2 people found the following review helpful.
    The BEST Barca book EVER!!!
    By Cai Ding
    If you are a Barca fan, or you want to know what perfect football is, buy this book.
    Graham Hunter specifically detailed every necessary character, every math, every policy the managers made. I have been addicted reading this book and have been unable to get rid of it. I'm a Barca fan since 2007, they are really good.
    Just last night, having read three chapters in this book, i intuitively watched the Champions league 2011, in which Barca 3:1 Manchester United, I cant remember how many times I have watch the recording video, but that one was the most impressive one, having what Graham Hunter written in his book, and you watch the game, it's completely different.
    STRONGLY RECOMMENDED TO BARCA FANS AND FOOTBALL PROFESSIONALS.

    2 of 2 people found the following review helpful.
    Mes Que Un Libro - More than a book :-)
    By Dion F. Lisle
    Yes, Barca is about my my favorite team EVER! But like FC Barcelona, this book is so much more. Graham is virtually an insider for La Liga and FCB is no exception for his amazing insights. I can say honestly you don't need to be a big soccer fan or FC Barca fan to love the inner workings of one of the greatest clubs ever. The stories of how Pep G, Messi, Puyol, Iniesta and others created a winning machine are great. Within these football insights rests some life lessons and even business lessons. Honor, integrity and building success from the ground up are lessons anyone can use. I can say I have started to consider these lessons within my own life and business dealings.

    The juxtaposition of FCB's darkest days to its' brightest are riveting reading for the casual or even non-fan of the sport or this team. As with most great stories it is about the people involved and these people are fascinating. The times when the club appeared to be hitting on all cylinders,had behind the scenes activities working against the club are fascinating. Sadly the positive to negative shift for a FCB great, Ronaldinho are illuminating as to what really matters.

    FC Barcelona's expression of Mes Que Un Club - More than a Club is shown to be more than a marketing slogan. The club didn't do everything right to be certain but even their missteps show valuable lessons in how to stay true to your heart. The ebb and flow of this great team's most recent decade really can show others how to focus on the important matters.

    See all 53 customer reviews...

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